Game theory explains why some content goes viral on Reddit, Digg

A lot of attention has been lavished on ideas "going viral," but this may not be the only way that ideas spread, according to an article published in PNAS last week. With some extensive theoretical work in game theory, two researchers have shown that trendy changes don't spread quickly just because they gain exposure to a high number of people. Instead, the spread of innovations may work more like a game where players are gauging whether to adopt something new based on what others immediately surrounding them do.